Here is an example of some emails we’ve found useful for agents to send as part of their follow ups. Please note: the four touchpoints below are meant to be used consecutively, as part of a broader follow-up strategy. For more information on how often you should be following up with your leads, read our recommendations here.

We’d highly recommend personalizing these both to yourself, and to the specific requests of the lead who comes through. The less automated you sound, the more likely you will get a reply!

Email 1: Send them your Buyer's Guide

Hi [lead's first name],

Thanks for checking out my website! I noticed you were browsing some searches and properties, so I thought I would send over my buyer’s guide! It's my top tips for getting started with buying a home.

[link the Buyer's Guide on your website - https://yourdomain/buyers-guide]

As you start to get a feel for your ideal home and your budget, feel free to reach out if you'd like any help finding listings that fit your needs!

Good luck in your search,

[Your name]

Email 2: Share your Mortgage Calculator

Hi [lead's first name],

How's your property search going? As you continue your search for your next home it's important to know what you can afford. I’ve got a really valuable mortgage calculator available on my website, which will help with adding up all of the hidden costs. You can access it here:

[link the Mortgage Calculator on your website - https://yourdomain/mortgage-calculator]

I know that home-buying can be stressful and confusing, especially if you don’t have the right person to guide and support you. My goal is to make this process both fun and smooth. If you would like to discuss dream homes within your budget, please reach out to me. I am happy to help!

All the best,

[Your name]

Email 3: Send them a Dream Home Checklist to fill out and send back to you

Hi [lead's first name],

Have you had much luck with your home search? I would love to help you find the home you deserve.

[Download this PDF file to send as an attachment with this email]

Please find attached to this email a checklist. Once you've filled it out, feel free to send it back to me so I can get a better idea of what you're looking for. I'll then be able to notify you and show you listings that exemplify your dream home!

As always, please don't hesitate to reach out at any time if you have questions or if there's anything else I can help you with!


[Your name]

Email 4: Share your positive reviews!

Hi [lead's first name],

I hope you are doing well and that your search for a new home has been enjoyable. I haven't heard from you in a while, and would love to hear where you are at with it all!

Choosing a real estate representative to help you in your search can be daunting, so I wanted to also share what some of my past clients have said about my level of service. You can check out my track record here:

[link the testimonials on your website - https://yourdomain/testimonials]

Please remember, I’ll always be at your service to answer any questions you may have as you contemplate a move. You have my full resources at your disposal!

Take care,

[Your name]

Even if these four follow-ups do not garner any responses, don't give up on the lead! Persistence is key to creating trust and building a personal connection that can eventually lead to a sale. If you continue to reach out and add value in every single one of your follow-ups, you will convert leads into clients.

Need more help following up? Feel free to reach out to our team on live chat or via email at

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